17 Copywriting Do's and Don'ts: How To Write Persuasive Content

Written & illustrated by: Henneke Duistermaat As seen on:

Avoid filler phrases like excellent customer service

Avoid filler phrases like excellent customer service.

Yuck: Our product is supported by excellent customer service.

Yuck: Our product is supported by excellent customer service. More persuasive: Any questions? Call our team on 0123 456 789. We’ll pick up the phone within 3 rings. That’s a promise.

Avoid superlatives

Bllerrgh: The best accounting software.

Bllerrgh: The best accounting software. More persuasive: 1,790,000 small businesses use our accounting software.

Use sensory words

Icky: Our doors are solid.

Icky: Our doors are solid. More persuasive: Our doors are kick-proof. Or: Even the hulk can’t break our doors with a sledgehammer.

Focus on benefits

I design high-converting websites.

I design high-converting websites. So you can turn more web visitors into leads.

Mention problems

We minimize server downtime.

We minimize server downtime. So you avoid frustrations, and keep your team happy.

Overcome objections

Are your products pricey?

Are your products pricey? Explain the value you provide: Our floors remain squeak-and- creak-free for longer, because they’re made of solid hardwood.

Focus on your reader

Ugh: I’ll send you my report with copywriting tips.

Ugh: I’ll send you my report with copywriting tips. More persuasive: Get your free report. And learn how to write persuasive content.

Don’t use exclamation marks

Ask questions instead

Blah: We listen to what you want.

Blah: We listen to what you want. More persuasive: Would you like a modern wetroom with the latest gadgets? Or an opulent bathroom in Georgian style? We help you create the bathroom of your dreams.

Avoid the passive voice

Waaaaah: You’re so much loved by me.

Waaaaah: You’re so much loved by me. More persuasive: I love you.

Never address your reader as part of a crowd

Ouch: To those of you who were inconvenienced, I apologize sincerely.

Ouch: To those of you who were inconvenienced, I apologize sincerely. More persuasive: I apologize if our downtime created problems for you.

Avoid gobbledygook

Yikes: Our market-leading products alleviate the stress of payroll management.

Yikes: Our market-leading products alleviate the stress of payroll management. More persuasive: Our services take the pain out of payroll management.

Use specific examples

Wishy-washy: We dye your hair in any color.

Wishy-washy: We dye your hair in any color. More persuasive: Lavender purple or shocking pink? We dye your hair in any color you like.

Tell mini-stories

Duh: We use silky smooth textiles.

Duh: We use silky smooth textiles. More persuasive: We scoured the world to look for the softest textiles. In 1999, we discovered a small mill in Italy producing delicate satin … etc.

Avoid multiple adjectives before nouns

Eh: Our beautiful, soft, vibrant linen …

Eh: Our beautiful, soft, vibrant linen … More persuasive: Our vibrant linen …

Don’t publish sugary testimonials

Really??? Henneke is the most wonderful copywriter.

Really??? Henneke is the most wonderful copywriter. More persuasive: Henneke’s web copy appeals to our ideal customers, and helps us to increase sales.

Make your call-to-action bossy

Tut-tut: If you’d like to receive our free report, add your email address and click download.

Tut-tut: If you’d like to receive our free report, add your email address and click download. More persuasive: Get our free report now

17 Copywriting Do's and Don'ts: How To Write Persuasive Content

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